Cadbury Glow: Giving personalisation a new meaning

This case study shows how Cadbury Glow, a chocolate gift brand, used a connections strategy to turn gifting into an experience and stand out from the category in India.

Cadbury Glow: Giving personalisation a new meaning

Campaign details

Brand Owner: Mondelez IndiaLead agency: Mondelez and Pinnacle – A Madison Media unitBrand: Cadbury GlowCountry: IndiaIndustry: ConfectioneryMedia: Earned media, buzz; Internet – display; Internet – general; Internet – microsites; Internet – search; Mobile and apps; Packaging and design; Point-of-purchase, in-store; Product sampling; Social media; Television; Word of mouth, advocacy Budget: Up to 500k

Market background and cultural context

Globally, the gifting category constitutes nearly 15-35% of the total chocolate market, while in India it is just about 5-7%....

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